To drive awareness of and participation in benefits programs, employers must implement robust communication strategies that proactively and effectively reach every employee. To help employers create and tailor their communication strategies to engage employees, DirectPath has come up with several tips on: • How targeted, individualized messaging and communication through meaningful, one-on-one sessions help employees understand not just what is offered, but also the incentives involved and how it benefits them physically and financially. These sessions also help address barriers to utilization, such as privacy concerns. • The importance of year-round communication, which helps keep employees engaged and understand how the program can benefit them in both the short- and long-term. It also helps employers and employees set and track concrete, attainable results. • The benefits of multiple media and reaching employees where they are. It's important to have materials accessible via screen, whether through a smartphone, wearable, etc., as well as printed materials.

1. JUNE 7, 2017
How Customized
Communications Can Boost ROI

2. PAGE 2
DirectPath is an
industry leader
in strategic employee engagement,
health care transparency and
compliance for Fortune 1000
employers.
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Keys to Success
Wellness Programs = Participation Participation = Communication

4. Generational Concerns
• Health issues
• Comfort level with sharing
health information
• Communication preferences
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5. • Level of health literacy
• Physical location
• Work schedule
• Ethnicity/cultural concerns
Broader Concerns
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6. Generational Concerns
Health issues
Communications preferences
Trust/privacy concerns
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Communicating to Different Generations
• Baby Boomers: 1946-1964
• Gen X: 1960s-1980s
• Gen Y / Millennials: 1980s-2000
• Gen Z: Mid/Late 1990s-Today

8. Baby Boomers
Concerns:
• Are aging; see their parents’
health issues
• Are focused on preparing for
retirement and controlling health
care costs
• Are most likely to have chronic
health conditions
• Tend to resist participating in
wellness programs
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9. Baby Boomers
Communication Tips:
• Use technology, but offer in-person option
• Want options
• Include fiscal health
• Talk about their well-being; fear tactics don’t work
• Discuss the future, not the past
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10. Gen X
Concerns:
• Focused on ability to protect current/future income
• Least optimistic generation
• Least likely to think they will be disabled
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11. Gen X
Communication Tips:
• Focus on doctor’s visits and screenings
• Use email & online tools with chat or interactive features to
respond to questions
• Communicate often and using multiple channels
• Make use of social media
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12. Gen Y / Millennials
Concerns:
• Focused on “adulting”
• Eager for information on
benefits and health
• Few feel they’ll face a serious
medical event
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13. Gen Y / Millennials
Communication Tips:
• Receptive to new technologies
• Like to share progress and participate in challenges
• Respond to gamification
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14. Concerns:
• “Invincible”
• Little to no knowledge of benefits
• Focused on balance
• VERY health-centric
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Gen Z

15. Gen Z
Communication Tips:
• Attention span: 8 seconds
• “Snackable” content
• Communicate through text/IM
• Formal = no; conversational = yes
• Influenced by parents
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Low literacy
Low health care literacy
“Noise”
Barriers
Boredom
Apathy

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A B C
1
2
One Size Most Definitely Does NOT Fit All
• Media
• Messaging
• Timing

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• Grab their attention
• Sell the story
• Keep it simple and conversational
But…the Basics Still Apply

19. Be Creative
• Videos – not 30 minutes on videotape –
3 minutes on YouTube
• Tweetchats
• Social media
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20. Don’t Overlook the Human Touch
Year-round, one-on-one support:
• Provides safe space to ask “stupid” questions about coverage
and wellness program
• Independent third-party eases privacy concerns
• Offers opportunity to include spouse/partner in conversation
• Tailored communication specific to employee’s needs
• Builds a relationship
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• Year-Round
• Employees don’t use benefits just once a year.
Why only communicate about them once a year?
• Build momentum
• Tie to key dates/events
Keep It Coming

22. Realize ROI
• Communicate where
they are
• Address their particular
health concerns
• Remember their
biases/barriers
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QUESTIONS?

24. Contact:
contact@directpathhealth.com
Follow us on Twitter: @DirectPathHLTH
For the latest industry news, visit:
DirectPathHealth.com/news
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